A down under stop at Flirt

How this Australian adult retailer is taking a stand to bring sexual awareness to the forefront.

(NOTE: This story appears in the April 2025 issue of SE Magazine.)

When entrepreneur Jeff Oliver opened his first adult retail store, Flirt, in 2003 in his hometown of Bathurst, Australia, he did so to fill a need in his community, as the closest adult stores were located in Sydney, three hours away. In addition, he wanted to bring more sexual education and awareness to his community. He realized that while big cities in Australia were no stranger to adult activities, the adult retail business was an untapped territory in rural areas. Flirt was born to bring fun and exploration to people who might never have experienced going to an adult retailer. Despite the conservative Australian market, Flirt slowly established itself as a titan in adult retail down under.

“Adult retailers like Flirt contribute to the Australian community by offering products that support sexual health, enhance personal relationships, and promote overall well-being in a comfortable, discreet environment.” Today, Flirt is the most regarded adult retail chain in regional New South Wales.

Over the years, Flirt has grown into 15 locations and evolved to match the advancing times. They recently established “Equally Flirty,” a program dedicated to enhancing accessibility for all customers, including those with visible and invisible disabilities. They have also seen an increase in male clientele. Four years ago, their customers consisted of 63% women, and today, the number of men entering the store has increased. In Flirt, Oliver has created more than a place to buy products– he created a community hub where sex-positivity and education go hand in hand. So whether it’s guiding a first time buyer toward a body-safe silicon option or introducing a male customer to the latest innovation in stroker technology, the goal is always the same: to make intimacy accessible, available, and enjoyable for everyone.

Helping to create this welcoming environment is Flirt’s Operations Manager, Jules Pearce, who began her career in 2009 on a casual basis, when Flirt only had three stores. Pearce, who only took the job for an extra source of income, quickly fell in love with the industry, “it was different and seen as a little ‘naughty’ especially in our rural area,” she says. Before working at Flirt, Pearce had no experience in the adult industry.

In the following interview, StorErotica spotlights Flirt, exploring the brand’s rapid growth, industry challenges, and the vision behind the success. We speak with Jules Pearce, who offers insight into Flirt’s customer base, business strategies, and how the adult retail chain stays ahead in the ever-evolving market of pleasure products.

SE: How did you transition into your role as Operations Manager at Flirt, and what does your position entail?

Pearce: In 2019, my other career in the banking industry ended when positions were moved to the city. Flirt grew very quickly, the need for higher management positions became available. Our company restructured last year and I am now, proudly, the Operations Manager at Flirt. I am responsible for staff management, general day-to-day operations of the business, including strategic planning, working with overseas manufacturers and Australian suppliers. I focus on growth within the company, ensuring we are up to date with all the latest products and trends within the industry. I also identify new locations and potential for business growth.

SE: Given that we are an American publication and you are set in Australia, can you give your perspective on the similarities and differences in adult retail?

Pearce: Both the US and Australia are seeing growing openness toward sexual wellness, with popular products like vibrators, lubricants, male strokers and tech-enhanced toys gaining traction in both markets. However, there are key differences, the Australian customer tends to be more private due to conservative cultural attitudes, often preferring discreet packaging and being more reserved in their shopping behavior.

In contrast, US consumers are generally more open, with a wider range of preferences and a more diverse retail experience, both online and in-store. It seems that Australia and some areas of the US still have many hoops to jump when opening and operating adult retail stores. In Australia, the ‘definition’ of an adult retail store is very archaic and one Flirt challenged in court four years ago. We argued that we were still a retail business and won the ruling. While we still had to comply with certain rules, it is now easier to open more stores.

SE: What is the biggest challenge in being an adult retailer in Australia?

Pearce: One of the biggest challenges is navigating the stricter regulations and more conservative cultural attitudes compared to the US, where there’s a more uniform approach. In Australia, the legal landscape is fragmented, with varying state laws around adult products and tighter customs controls, often leading to delays or seizures of shipments. While there is growing acceptance, it’s still less open than in the US, where attitudes toward sexual wellness are more relaxed, especially in metropolitan areas.

Many quickly label adult retailers as dark and seedy instead of walking into our beautiful and bright stores. We support many local charities and donate where we can. Flirt attends as many public space markets and expos as we can to show we aren’t all about 15-inch dildos. We have in-store online educational classes not just based on orgasms, but sexual awareness and support.

SE: What is a common theme among Flirt customers?

Pearce: The typical Flirt customer is interested in enhancing intimacy and overall health, and they seek high-quality products to improve their personal sexual experiences. Health and hygiene products are always among our top weekly sellers. Supplements, Lubricants and app-controlled toys highly sought after.

SE: What segment of adult toys is popular among your customers?

Pearce: Satisfyer, Lovense and Winyi are three of our best-selling brands. Satisfyer Pro 2 remains popular in-store and online. PDX and Autoblow have increased in sales over the past six months. Customers across our locations also have a keen interest in bondage, from basic beginner last three years, there has been an increase from straight males interested in anal and prostate play. Christmas sees our biggest sales over six weeks or so. Valentine’s Day is undoubtedly one of the biggest sales holidays for adult retail. For Flirt it’s February thirteen to fifteen. The thirteenth for the prepared shoppers, the fourteenth for those whose recipients want something naughty and the fifteenth for those who forgot.

SE: You recently established ‘Equally Flirty,’ can you tell me more about that?

Pearce: The introduction of Equally Flirty is another way we are trying to break down the barriers to show people that as an industry, we want to help people. EquallyFlirty is dedicated to enhancing accessibility for all customers including those with visible and invisible disabilities. We want to work with people with disabilities, carers and/or family members to navigate the intimate conversations that can be difficult. We have introduced Personalised Shopping Experiences (PSE) for customers who prefer a one-on-one experience. We offer customers the opportunity to make an appointment at any of our fifteen stores, to come in, outside of normal operating hours, so they have our full attention. We have found that many individuals with disabilities are not shy or impartial to coming in during regular business hours, but there are many more who need that extra one-on-one attention. We have received amazing feedback from customers who have participated in PSE. We support workers to ensure all customers’ needs are met.

SE: How has business for Flirt changed in the last twenty-two years?

Pearce: Our first store in Bathurst was a one-man show with Jeff being the one staff member in our one store. We now have fifteen stores with fifty-six staff members. The technological changes have certainly helped, the pearl bird battery vibrators that were our golden tickets are still around. Online shopping was unheard of twenty-two years ago, while an advantage for us now, it is also a challenge. Advertising is still a challenge in some areas, but local newspapers and radio stations are seeking us for articles and segments. We are now opening locations in the main streets in towns.

Flirt continues to thrive online and in-store. There will always be the negative, ignorant people, but as times and perception evolve, we hope to see less and less of this. There is no doubt that gender and sexual awareness is very different from twenty-two years ago. Being able to provide a safe space, free of judgement, and inclusive of all, is something I am very proud of.

For more information, visit flirtadultstore.com.au.